Module 2

Customer-centricity

What you'll learn

Your customers play a critical role and their needs will guide your overall marketing transformation. In Module 2, you’ll examine the non-linear customer journey in the digital age and the frameworks to map customer experience with your brand. Your understanding of customer needs throughout the journey will help you to effectively build your brand mission and devise relevant social and content strategies for your customers.

Digital marketing topics covered in Module 2:

Customer journey

Brand mission

Social

Content

By the end of this module you'll be able to:

Apply customer journey frameworks to map your customer needs and the moments that matter to them

In this module, you’ll examine various case studies that show a lack of consistency in brand messaging because of fragmented marketing functions within the organisation. You’ll learn how these companies break down marketing silos and work collaboratively to address customer needs throughout the customer journey.

Assessment: Group Project

For the group project, you’ll imagine you’re working at a leading company and build a strategy to revamp an existing brand. To do this, you’ll apply what you’ve learned about a customer journey framework, brand mission, social and content strategies.

Take a deeper dive into Module 2

When you understand how customers interact with your brand you’ll be set to really maximise their experience. From content marketing to social media, and brand strategy to customer journey, this module teaches you to get a hold on all digital marketing processes that revolve around your users.

Managing channels is only one side of the social coin. How you create and market your content has a huge impact on the overall success of your digital marketing campaign. Creating effective, engaging content is about understanding the process behind idea generation, optimisation and management of content once live.

What does it involve?

In this module you’ll learn how to build an effective content strategy, ensuring that your customers’ experience is backed by high-quality content throughout their journey. Whether you choose video, image or text-based content depends on your audience, the point of contact, and what’s most suited to the post you’re planning.

Why is it important?

If data and keywords are the bricks of digital marketing, then content is the decor. It’s what your customer sees and what captures their interest or engagement with your product or service. Determining how they think and feel about your brand. Whether you want to gain more followers or improve sales, content is king.

What will I learn?

You’ll learn to create a cohesive content plan to reach your audience with the right messages at the right moment in their journey. This will allow you to match content production to your goals and optimise content for each point in the customer journey.

Throughout the customer journey, their awareness of your brand changes. As you map this, you learn to track whether they use your service or buy your product, become a brand advocate through repeat use or promote your brand via social media. All these factors are good indicators of the strength of your brand.

What does it involve?

When we talk of customer journeys we refer to the touch points and pain points that customers have with your brand. Learn to recognise touch points and you’ll be able to identify golden opportunities to drive forward brand growth and sales. Learn to recognise pain points and you’ll be able to swiftly smooth over problem areas, ensuring a seamless customer experience.

Why is it important?

This is all about maximising the experience that clients and customers have with your brand. Seeing the customer journey from their point of view helps you to generate new ideas as well as improve marketing activities and channels.

How you choose to market your brand plays a key role in determining whether customers engage and buy from you. If you want to maximise overall business growth and revenue, you need to know what makes your customers tick, then set this to work on your strategy.

What will I learn?

You’ll learn how to create a seamless customer experience by bringing in your brand values across the entire customer journey.

Social media is a major channel of digital marketing. The combination of social media channels that businesses choose depends on their target audience as well as their services and products. It’s your challenge to decide which social media sites you need to maximise engagement with your customers.

What does it involve?

Social media marketing is about generating an interest in a brand or product by using channels that engage audiences and promote products. This includes anything from responding to customer comments, to posting product videos or running online competitions.

Why is it important?

With the number of users on social media platforms increasing daily it allows you to reach your customers in ways that would be impossible to do elsewhere. Live-streaming videos, like-and-share competitions - social media unlocks powerful and memorable marketing opportunities.

What will I learn?

You’ll gain a clear understanding of the social channels available to engage with customers at the right point in the customer journey. Devising powerful social strategies and engagement activities to target the needs of your customer segments and brand values.